Moving on Nextdoor: 2026 insights for advertisers
Neighbors plan to spend nearly $900 on holiday shopping this season, and 78% are responsible for most or all of their household's holiday shopping — 15% more than the general population.
Nextdoor's 2026 Holiday Insights Report shows neighbors starting earlier, stretching every dollar, and still deciding where to spend across nearly every major category. They over-index vs. the general population on shopping online, supporting local businesses, and leaning on AI tools and reviews before they buy.
That combination — high spend, high involvement, and low commitment to any single retailer — makes the next few weeks a critical window for retail media buyers to earn consideration before neighbors lock in their plans.
Neighbors are shopping early, but Black Friday still drives the spend
Holiday shopping now stretches across months, but the traditional peak moments still carry outsized weight. 74% of neighbors will start their holiday shopping earlier this year, and 76% will make many of their purchases during Black Friday and Cyber Monday — still the single biggest purchase moment of the season.
Altogether, neighbors plan to spend nearly $900, broken down as:
- $375 on gifts for family and friends, 11% more than the general population
- $206 on food and groceries for gatherings, 13% more than the general population
- $71 on decorations, 25% more than the general population
- $50 on gifts for themselves, 11% more than the general population
46% expect to spend more than they did last year, and 40% are likely to open a new credit card to cover holiday spending — 38% more than the general population, mainly to help manage larger purchases.
Implication for advertisers: Build consideration with inspiration-led creative through October, then shift to promotional messaging around Black Friday and Cyber Monday. Financial brands should test offer-led creative against the 40% considering a new card to manage bigger purchases.
Which holiday categories are still up for grabs
Most neighbors haven't picked a retailer for their biggest categories yet. 63% haven't decided where to buy home goods or decor — the most undecided category this season. Close behind:
- 61% are still deciding on clothing and footwear
- 55% on electronics
- 53% on beauty or personal care
- 52% on toys or games
Even food and groceries, the most-decided category, still has 45% of neighbors undecided.
Implication for advertisers: More than half of neighbors are undecided in every major category. Run conquesting campaigns now across home, apparel, and electronics, where loyalty hasn't locked in, rather than waiting for shoppers to already have a retailer in mind.
National chains vs. local businesses: how neighbors are splitting their budgets
Neighbors weigh chains and local business for different reasons. 48% of neighbors plan to do the majority of their shopping at national chains, while 28% will do most of their shopping at local or independent stores.
- Chains win out on larger inventory (53% vs. 26%), lower prices (52% vs. 27%), and convenience (46% vs. 31%)
- Local businesses come out ahead on higher quality (40% vs. 34%), unique gift options (35% vs. 24%), and customer service (32% vs. 25%)
That local edge carries real willingness to pay: 79% of neighbors say they'd pay a little more to support local businesses this holiday season — 23% more than the general population.
Implication for advertisers: National retailers should lead with value, selection, and convenience. Local and independent businesses can compete for holiday budgets by leading with quality and distinctive gifts, backed by the "support local" motivation nearly 8 in 10 neighbors already feel.
Why nearby stores still matter in an online-first season
Online shopping will carry most of the season, but physical stores still solve problems e-commerce can't. Neighbors over-index by 14% on doing most of their holiday shopping online — 40% will shop mostly or entirely online, while 45%
- Seeing products before buying (42%)
- Getting the item immediately (39%)
- Supporting local businesses (37%, 35% more than the general population)
Unexpected needs also drive traffic — food or ingredients (60%, +22%) and a forgotten gift (38%) top the list of reasons for last-minute store trips. Package security is on shoppers' minds too: 48% are concerned about having holiday packages stolen, and most take precautions, from tracking delivery notifications (64%) to scheduling deliveries for when someone's home (51%).
Implication for advertisers: Most neighbors plan to shop both online and in-store, so don't treat them as separate audiences. Reinforce immediacy and local support for in-store visits, and give home security and delivery brands a seasonal hook: nearly half of neighbors already worry about package theft.
Finding the right gift matters more than finding the lowest price
Value matters, but it isn't the only thing driving holiday decisions. 86% say finding the right gift matters more than getting the lowest price — 15% more than the general population — and 63% consider holiday shopping stressful. The biggest sources of that stress:
- Coming up with gift ideas (64%)
- Dealing with crowds (58%)
- Staying within budget (55%)
Neighbors are also turning to new tools and trusted voices to decide: 49% will use AI-powered tools to help with holiday shopping — 40% more than the general population — mainly to compare prices (67%), summarize reviews (57%), and find deals (56%). And when it comes to who they trust, online reviews (82%) and neighbors (48%) both outrank influencers (46%) as sources for holiday shopping decisions.
Implication for advertisers: Lead with gift inspiration and clear reason a product fits a specific recipient — price alone won't close the sale. Structure product content so it's easy to compare, and lean on authentic review and neighbor-level social proof over influencer-style content.
Holiday advertising playbook: how to activate on Nextdoor
Bringing it all together, here’s how to turn these insights into action:
1. Start now, and hold through Black Friday
With 74% starting earlier and 76% planning many purchases during Black Friday/Cyber Monday, treat the holidays as an extended campaign — inspiration-led creative through October, promotional creative from late November on.
2. Target the categories still up for grabs
Home goods (63% undecided), clothing (61%), and electronics (55%) have the most room to win consideration. Use Nextdoor to prioritize hyperlocal advertising before shoppers commit.
3. Differentiate on what actually wins
National retailers should lead with selection, price, and convenience; local and independent businesses should lead with quality, unique gifts, and the "support local" motivation driving 79% of neighbors to pay a little more.
4. Support both online and in-store paths to purchase
Reinforce immediacy and local benefits for in-store shoppers, and give home security advertising and delivery brands a seasonal hook: 48% of neighbors already worry about stolen packages.
5. Make gift-finding easier than finding a lower price
Serve gift-guide and comparison content built around specific recipients, and keep reviews and product details clear enough for neighbors and their AI tools alike.
Source: Nextdoor Survey, US (08/2026)
